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I have a 0.4 rating.
So does my competitor.
So do four other radio stations.
Clearly all six of the radio stations are equal – or at least on the ranker. So how does the overworked media buyer/advertiser decide which station to select? The easy answer is the one who comes in the cheapest or delivers the most “extra value.” Competing on price or adding a boatload of ineffective and costly added value is not the answer.
In a matter of months, Nielsen is planning to deliver monthly ratings reports – known as Continuous Diary Measurement (CDM) – to the four-book per year diary markets. These monthly reports will be considered “currency.” Nielsen is positioning this as a positive step towards aiding in enhancing radio’s relevance to the advertising community. Nielsen believes that having more frequent currency data is a plus for these markets and can result in new advertising dollars.
The latest social controversy that has lit up the Twitterverse is Game Of Thrones. No, we’re not talking about the Dothraki charge. The biggest deal was the rogue coffee cup that appeared in episode four of this season.
As with most controversies, there was the hint of a conspiracy. Did Starbucks pay for that placement? Was it an intentional gaffe on the producers’ part to spark conversation?
For decades (yes, decades) radio has had the unique benefit of having local personalities reading advertisers’ messages live on the air. These live reads demand a premium and for many stations are a significant contributor to the station’s overall revenue. This is because these personalities have a relationship with the listeners and their endorsement builds tremendous one-to-one value to the listeners.
So what can a local sales rep or station do to maximize this important source of revenue?
The following statement could be directly from Captain Obvious: For radio to grow, it needs to attract new advertisers to our medium. One obvious source of new advertisers is broadcast television. Targeting those advertisers who dedicate 100% of their broadcast budget to television is key for radio’s future growth.
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